Response to Rating Scales: A Theoretical Model and Its Application to the Number of Categories Problem-Reference-Cited by-同舟云学术

Response to Rating Scales: A Theoretical Model and Its Application to the Number of Categories Problem

Published:1984-11 Issue:4 Volume:21 Page:410-419
ISSN:0022-2437
Container-title:Journal of Marketing Research
language:en
Short-container-title:Journal of Marketing Research

Author:

Givon Moshe M.¹,Shapira Zur²

Affiliation:

1. Faculty of Management, Tel Aviv University.

2. University of California, Berkeley, School of Business, Hebrew University, Jerusalem.

Abstract

A stochastic model of response to rating scales, using the beta distribution, is developed and tested against empirical data. The effect of number of items by number of points on the sampling error of a composite scale value estimator is investigated and quantitatively formulated. An application of this formulation to arrive at optimal combinations of number of points and number of items is described.

Publisher

SAGE Publications

Subject

Marketing,Economics and Econometrics,Business and International Management

Link

http://journals.sagepub.com/doi/pdf/10.1177/002224378402100406

Reference28 articles.

1. A Paradigm for Developing Better Measures of Marketing Constructs

2. The Optimal Number of Response Alternatives for a Scale: A Review

3. Determination of Optimal Sample Sizes in the Beta-Binomial Brand Choice Model

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